The Mobile Internet Consumer - Vietnam 2013 report produced by MMA & Vserv.mobi addresses the audience insights of the growing mobile internet user base in Vietnam. This report focuses on profiling the mobile web & app users, their purchasing power, lifestyle and consumption pattern. The findings and insights are drawn from a survey conducted in the six key countries - Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. The Mobile Internet Consumer report is designed for media planners & brand advertisers. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. It is created with the objective to help brands plan their media strategy for reaching the right target audience through Mobile Web & Apps. The Mobile Internet Consumer report is available for India, Southeast Asia, Middle East & Africa and Latin America.

1. THE MOBILE
INTERNET CONSUMER
VIETNAM 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

2. Preface
The Mobile Internet Consumer - Vietnam 2013 report produced by MMA & Vserv.mobi
addresses the audience insights of the growing mobile internet user base in Vietnam.
This report focuses on profiling the mobile web & app users, their purchasing power,
lifestyle and consumption pattern.The findings and insights are drawn from a survey
conducted in the six key countries - Indonesia, Malaysia, Philippines, Singapore,
Thailand and Vietnam.
The Mobile Internet Consumer report is designed for media planners & brand
advertisers. It will also help app developers, content providers, OEMs & telecom service
providers in understanding the evolving mobile consumer. It is created with the
objective to help brands plan their media strategy for reaching the right
target audience through Mobile Web & Apps. The Mobile Internet Consumer
report is available for India, Southeast Asia, Middle East & Africa and Latin America.

3. DEMOGRAPHICS

4. Age
28%
28%
27%
18%
Vietnam has highest
proportion of less than 18
year old mobile internet
users across SEA
SEA AVERAGE
Less than 18 yrs
19 %
18-24 yrs
28 %
25-35 yrs
32 %
more than 35 yrs
21 %
THE MOBILE INTERNET CONSUMER - VIETNAM 2013
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5. Gender
Nearly 3 out of 4 mobile
internet users in Vietnam
are men, highest ratio across SEA
72%
37%
28%
Male
63 %*
*SEA AVERAGE
Female
37 %*
THE MOBILE INTERNET CONSUMER - VIETNAM 2013
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6. Education
32% | 36 %
Graduate / Post Graduate
*
21% | 27 %
Diploma / Undergraduate
*
34% | 27 %
Schooling upto 12 yrs
Uneducated
*
14% | 10 %
*
14% of mobile internet users in Vietnam are
illiterates, highest in SEA
*SEA AVERAGE
THE MOBILE INTERNET CONSUMER - VIETNAM 2013
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7. Occupation
34%
32%
Full time
job
18%*
41%*
10%
13%*
2%
Business
4%
12%
Part time
job
10%*
*SEA AVERAGE
Housewives
4%*
6%
Self
Employed
Professional
8%*
Student
6%*
Currently
not working /
Retired
1/3rd of mobile internet
users in Vietnam are
students
$
THE MOBILE INTERNET CONSUMER - VIETNAM 2013
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8. CONSUMPTION PATTERN

9. Mobile content downloaded
in the last month
70%
51%
35%
38%
Game / App
Video
Music
Themes
67%*
46%*
38%*
Over 50% of mobile
internet users have
downloaded a video
on their mobile
device in the last
month
32%*
*SEA AVERAGE
THE MOBILE INTERNET CONSUMER - VIETNAM 2013
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10. Users love mobile ads that help them...
Game / App
Download mobile content
Video
21%
32%
Find a good deal on something
Learn about a/ brand
Ringtone Song
29%
Locate something nearby
57% | 55%
*
46% | 42%
*
44% | 36%
Wallpaper / Screensaver
*
33% | 27%
*
1/3rd of mobile ad viewers stated that a mobile
ad has helped them to locate something nearby
*SEA AVERAGE
THE MOBILE INTERNET CONSUMER - VIETNAM 2013
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11. $
PURCHASING POWER

12. Product Ownership
Computers
Highest penetration of automobiles
and credit/ debit card among mobile
internet users in seen in Vietnam
Tablets
51%
35%
43%
43%
31%
39%*
29%*
38%*
32%*
23%*
Consumer Durables
Automobiles
Payment Cards
Connected Devices
*SEA AVERAGE
THE MOBILE INTERNET CONSUMER - VIETNAM 2013
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13. Affluent Lifestyle
Restaurant
Movie Theatre
45% | 41%
*
50% | 47%
*
58% | 58%
Shopping Mall / Market
*
Higher proportion of mobile internet users from Vietnam
went to a restaurant in the last month
*SEA AVERAGE
THE MOBILE INTERNET CONSUMER - VIETNAM 2013
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14. About the study
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based on
a primary survey of over 3000 mobile web & app users. The survey was conducted
using random sampling for natural representation of the target group across 6 key
countries in Southeast Asia - Indonesia, Malaysia, Philippines, Singapore, Thailand
and Vietnam. The overall Southeast Asia averages were weighted as per the
regional composition of mobile internet users in each focus country.
To know more about The Mobile Internet Consumer report, please write to us at
insights@vserv.mobi or visit vserv.mobi/insights

15. About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established
to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented
organization designed to clear obstacles to market development, establish mobile media guidelines and
best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700
member companies, representing nearly fifty countries around the globe, include all members of the
mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the
United States and it has regional chapters including North America (NA), Europe (EUR), Latin American
(LATAM) and Asia Pacific (APAC) branches.
For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile
Marketing Forum series, please visit www.mobilemarketingforum.com.

16. About Vserv.mobi
Vserv.mobi is a leading Global Mobile Ad Network with strong presence in emerging markets.
Vserv's pioneering technology AppWrapper powers One Click App Monetization for 20,000+ Apps
across platforms. AppWrapper is the World’s Simplest App Monetization - it enables premium
advertising & innovative pricing models on any app, without coding, in just one click. Vserv’s other
game changing platform, AudiencePro, combines the scale of the Vserv.mobi global
Mobile Ad Network with comprehensive user data from TelCos, to revolutionize how advertisers can
reach their exact target audience across all mobile platforms. Vserv is the only Ad Network with App
media across Smart Phones, Tablets, and Smarter Feature Phones, thus providing advertisers
unparalleled reach and engagement. Built on superior technology, the Vserv Marketplace delivers
exceptional ROI to advertisers as well as enhanced earnings to developers & publishers.
Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi